Rubie's ramps up fight against counterfeiters with new European strategy

The firm has appointed Mike O’Connell to lead the campaign.
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Rubie’s Masquerade has outline a new European strategy to tackle counterfeiters.

The strategy aims to police and monitor the sale of all items bearing the trademarks, brand names or designs which the company is responsible for directly, or under license. It will target retailers, distributors, wholesalers and manufacturers.

The firm has appointed Mike O’Connell to lead the strategy and he boasts 12 years of experience in the industry and a wealth of knowledge in both fancy dress and IP infringement.

Working with Counsel, HMRC, Licensors and Trading Standards, Rubie’s will monitor online platforms and specific bricks and mortar retail channels on a daily basis to identify and challenge all infringers, taking a zero tolerance approach to stop the sale of fake products. Where appropriate, policy will always be to bring civil or criminal prosecutions against offenders, wherever they are based.

“We have spent many years to build an unrivalled and leading licensed portfolio, uniting the strongest entertainment and character brands available," said Rubie’s UK commercial director, David Wootliff.

"We take great pride in our Intellectual Property Rights and that of our licensors and so are now highlighting this strategy once again to protect, track and monitor the sale of our products and take action against counterfeit product in the market.”

Rubie’s is urging retailers, distributors, wholesalers and manufacturers to take action if they see an item that they suspect is fake or counterfeit by reporting it at



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